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The single point agenda for fast-growth enterprises today is superlative customer experience. As forward-looking organizations strategize, customer focus is at the core of any digital transformation initiative. The technology must be agile and intelligent to ensure a positive customer experience from day one. And if you think you have time to iron out your customer delight checkpoints, think again. Retail customers have indicated time and time again that they’re willing to walk away from brands after just one bad experience.
As enterprises revisit their tech stack to level up their customer experience, customer relationship management (CRM) is the ubiquitous starting point as it is a vast river from which millions of rivulets of information flow. So, how do we draw the pathways that interconnect these rivulets to form data streams that help sales teams sail straight to desirable customer outcomes?
CRM: A system of record
To help deeply connect with customers and their preferences, we need CRM data to dive deep into a customer story and provide cues to complete it. As we study demanding customer profiles, it is obvious that sales teams can no longer work off a formula based on this available data. Every engagement is now more complex and requires personalization and curation.
Just having multiple data points is no longer sufficient. While modern CRMs are great for managing customer profiles and pipeline forecasting, we need AI-driven engagement systems that provide a sales team with not just the ‘What’ and ‘When,’ but the ‘How,’ ‘Who,’ ‘How not to,’ ‘If’ and ‘Instead.’
Let’s look at some of the aspects where CRMs fall short in context to modern-day sales and distribution.
Courtesy: As we try and understand how consumer buying behaviors continuously change with the e …